Google Business Profile (Maps) · Local Google Ads · Multi-Location SEO

Oil Changers - #1 on the main keyword for all 10 franchise locations

Growing an established, multi-location domain by defending existing #1 rankings while opening up an entirely new keyword set.

Oil Changers

Google Business Profile (Maps) · Local Google Ads · Multi-Location SEO

The Challenge

Oil Changers NZ was already an established household name when they came to me looking for help with managing their Google Ads and SEO. This was a textbook case in finding new opportunities for growth on an established website while maintaining and strengthening the lead on existing rankings to block aggressive new competitors entering the market. I helped strengthen and improve rankings for primary ‘oil change’ keywords across all 10 locations, all of which currently hold stable #1 rankings, along with adding new rankings for broader terms related to ‘car servicing’ and specific services like transmission fluid and air filter changes.

#1 Rankings

Across All 10 Primary Location Keywords

The business now ranks #1 on Google for each of its 10 locations on its primary ‘oil change + location name’ keywords - its most important high-volume, high-conversion terms for its primary service offering.

Top 3

For All Locations On Broad Service Keywords

Oil Changers had some existing rankings on ‘oil change’ specific terms, but to grow we needed to add new, high volume broader terms to the list. They now also rank in the #1 or #2 position for ‘car service + location name’ across all 10 locations.

$28.8k/mo

Saved On Advertising

‘Organic Traffic Value’ is a measure of what it would cost the client to buy the same traffic from the same keywords via Google Ads. In the case of Oil Changers, their organic traffic value is now equivalent to approximately $28.8k/month worth of paid search traffic - a testament to the long term power of SEO.

"Oil Changers has been using Premium SEO for a number of years now. Tom has been great at handling all our online marketing, Google AdWords and website ranking and has achieved great results. We highly recommend Tom to any business wanting someone who knows all about the SEO world and gets results."

Brett Erskine

Oil Changers

The Process

When taking over SEO on an established domain there are two challenges - one is assessing the existing traffic to avoid making any changes that will compromise existing rankings. Many agencies get this part wrong which is why some SEO services actually shrink a client’s traffic rather than growing it. The second challenge is finding growth opportunities when a lot of the ‘low hanging fruit’ has already been picked. The campaign in this case called for a conservative approach that would maintain and grow rankings of existing content while starting to build new rankings on an additional keyword set.

Keyword research for new opportunities

Keyword research was fundamental to success in this case - in particular, deciding which terms were too broad or irrelevant to be worth targeting, and which terms were likely to send substantial volume, convert well, and be relatively easy to win with the budget.

Updating on-page optimisation for existing pages

In this instance I chose to optimise existing location pages that were already targeting ‘oil change’ terms for a second set of broad terms related to ‘car servicing.’ Many agencies opt for adding additional content in this scenario, but given the existing authority in the domain, it seemed like a better move to avoid proliferating unnecessary extra pages and keep the link building campaign focused on existing pages. By optimising existing pages for new keywords, I was able to substantially expand rankings and traffic for new keywords before even adding extra content.

Page-level link building to develop rankings on specific services

In addition to ranking the location pages I focused on ranking a set of specific service pages using updates to on-page SEO along with high authority, low-volume link building directly to specific pages. This structure gives the most freedom to shift towards spot-improvements on individual services, depending on what is currently a priority for the business.

For established multi-location websites it’s key to understand how to preserve existing traffic as well as building on new opportunities. Hasty changes without proper analysis can result in traffic loss.

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